From freezing carpets to power generators, fighting heat is the main topic during this year’s Black Friday sales.
After weeks of extreme temperatures in different parts of the country, Brazilians should take advantage of Black Friday promotions to try to cool off in the best possible way. This week alone, products such as air conditioning, climate control and fan were among the ten most clicked terms every day onGoogle Shopping and gained prominence in Google searches.
Furthermore, other categories are seeing greater demand for products that have this same appeal. In the Pet Items category, iced carpet was the most clicked term throughout this week, growing 25% from Tuesday (21) to Wednesday (22). In Bed, Table and Bath, the cooling blanket was the fourth most clicked product in the period, as well as clicks on deodorant, which grew 23%. In the last 24 hours, queries for sunscreen increased by 32%. Another curiosity is the great interest of Brazilians in energy generators. From Monday (20) to Tuesday (21), the product was the third most clicked on in the Home & Construction category.
Check out the 10 most clicked terms on Google Shopping from November 20th to 22nd:
The interest in products to cope with intense heat accompanies the increase in searches about high temperatures in Brazil. According to data from Google, heat has never been sought so much in Brazil as this year. In the last seven days, searches for the term grew 520% and, in addition, searches for items that not only alleviate the thermal sensation, but also protect from the effects of exposure to the sun, also increased.
Google is the platform where Brazilians search for information about products to buy on Black Friday. And this central role of the platform in people’s lives allows us to have a thermometer on purchasing intentions. This year, the context of high temperatures accelerated interest in products in the Air and Ventilation category, opening up another opportunity for retailers, says Gleidys Salvanha, Business Director for Retail at Google Brazil.
Interest in Black Friday soars in 2023
Black Friday must be one of the busiest in recent years. Google’s internal data shows that, in the last seven days, searches for the term Black Friday are 50% higher than in the same period in 2022. This comes after a third quarter in which searches for Black Friday on the platform reached an all-time high compared to the same period in previous years.
Furthermore, a Google study, commissioned for Offerwise, showed a scenario of greater consumer optimism to take advantage of upcoming promotions. The data shows that seven in ten consumers believed, in October, that their financial situation would improve, an increase of 23% compared to 2022. A third of those interviewed said that they had less than half of their budget committed (+ 8 pp) and only 16% had almost the entire budget committed (-10 pp). On average, these consumers stated that they wanted to buy four categories. Among those identified as most desired are: fashion, beauty, household appliances and cell phones, almost all of which have greater purchasing intentions than last year.
In general terms, when we talk about purchase intention, some factors draw attention: the more stable scenario and favorable financial outlook, less tight pockets and increased searches for most Retail categories, greater purchase intention and, finally, a consumer more mature and aware, seeking more to make the best choices this Black Friday, comments Gleidys.
Black Friday classics
As Black Friday approaches, queries for household appliances, small appliances and telephony begin to increase on Google in Brazil. This Wednesday, the majority of the most clicked products on Google Shopping are from these categories. OiPhone 13 and 14 were the two terms that generated the most clicks on the platform, while the iPhone 11 came in 8th place. Searches for the Galaxy S23 model, fromSamsunggrew more than 300% in 24 hours.
Another product with growing interest in the period was the Air Fryer, with a 76% increase in clicks, also being the 3rd most clicked term on Google Shopping. Last Monday, it is worth highlighting that dishwashers grew 143%, while washing machines and coffee makers increased 127% and 91%, respectively.
Black of diversification
Even though electronics are traditionally the ones that most attract consumers this promotional season, Google searches show a trend of diversification in Brazilians’ shopping basket for the date.
Less traditional categories, which had already been growing throughout the year, are accelerating during Black Friday week. For example, in Perfumery and Cosmetics, whose category already records a 13% higher search volume this year, compared to 2022, clicks on niacinamide increased by 112% in 24 hours. Also noteworthy are Supplements, with a 24% increase in searches compared to last year, in which terms such as whey protein (49% increase), pre-workout (31%), Peruvian maca (24% increase) and vitamin B12 (21% more) are attracting a lot of attention on the eve of Black Friday.
See the most clicked products by category on Google on November 23rd at 10am:
Black Friday Room brings real-time trends
To help companies on Black Friday, Google organizes an operation every year to monitor product search trends in real time. In the Black Friday Room, a large number of specialized professionals are concentrated to help, in real time, companies of all sizes with their business challenges during this period of peak demand.
We developed dashboards that monitor purchasing trends based on Brazilian searches on Google platforms, including Search and Google Shopping. This is essential for companies to adjust their marketing strategies in real time based on insights into consumer behavior and achieve the best results, explains Andr Silva, commercial engineering (gTech) manager at Google Brazil.
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